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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Product’s Past Identity

Composed of four, seven-point semantic differentials, this scale measures the extent to which a person believes a certain product has a long history rather than very little past and identity.

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